Uberall raises $115M, acquires MomentFeed to scale up its location marketing services

Location-based services may have had their day as a salient category for hot apps or innovative tech leveraging the arrival of smartphones, but that’s largely because they are now part of the unspoken fabric of how we interact with digital services every day: We rely on location-specific information when we are on search engines, when we are using maps or weather apps, when we are taking and posting photos and more.

Still, there remain a lot of gaps in how location information links up with accurate information, and so today a company that’s made it its business to address that is announcing some funding as it scales up its service.

Uberall, which works with retailers and other brick-and-mortar operators to help them update and provide more accurate information about themselves across the plethora of apps and other services that consumers use to discover them, is announcing $115 million in funding. Alongside that, the Berlin startup is making an acquisition: it’s buying MomentFeed, a location marketing company based out of Los Angeles, to continue scaling its business.

The funding is being led by London-based investor Bregal Milestone, with Level Equity, United Internet and Uberall management also participating. From what we understand from sources, the funding values Uberall at around $500 million, and the deal for MomentFeed was made for between $50 million and $60 million.

The business combination is building way more scale into the platform: Uberall said that together they will manage the online presence for 1.35 million business locations, making the company the biggest in the field, with customers including the gas station operator BP, KFC, clothes and food chain Marks and Spencer, McDonald’s and Pizza Hut.

Florian Hübner, the CEO and co-founder of Uberall, noted in an interview that the companies have quite a lot of overlap, and in fact prior to the deal being made the companies worked together closely in the U.S. market, but all the same, MomentFeed has built some specific technology that will enrich the wider platform, such as a particularly strong tool for measuring sentiment analysis.

“Managing the online presence” is not a company’s website, nor is it its apps, but may nevertheless be its most common digital touchpoints when it comes to actually engaging with consumers online. It includes how those companies appear on local listings services like Yelp or TripAdvisor, or mapping apps like Google’s — which provide not just listings information like addresses and opening hours but also customer reviews — or social apps or location-based advertising. Altogether, when you are considering a company with multiple locations and the multiple touchpoints a consumer might use, it ends up being a complicated mess of places that need to be managed and kept up to date.

“We are the catalyst for this huge ecosystem where we enable the brands to use everything that the other tech platforms are offering in the best possible way,” Hübner told me. The tech platforms, meanwhile, are willing to work with middleware companies like Uberall to make the information on their services more accurate and complete by connecting with businesses when they have not managed to do so directly on their own. (And if you’ve ever been caught out by the wrong opening times on a Google Maps entry, or any other entry or piece of information elsewhere, you know this is an issue.)

And of course expecting any company with potentially hundreds of locations to provide the right details without a tool is also a nonstarter. “Casually updating 100,000 profiles is super hard,” Hübner said.

It also provides services to update information about vaccine and COVID-19 testing clinics, as well as other essential services that also have to contend with the same variations in location, opening hours and customer feedback as any other business on a site like Google Maps.

Altogether, Uberall has built out a platform that essentially connects up all of those end points, so that an Uberall customer can use a dashboard to provide updates that populate automatically everywhere, and also to read and respond to reviews.

Conversely, Uberall also can look out for instances where a company is being unofficially represented, or misrepresented, and locks those down. Alongside those, it has built a location-based marketing service that also serves ads for its customers. It is somewhat akin to social media management tools, which let you manage social media accounts and social media marketing campaigns, except that it’s covering a much more fragmented and disparate set of places where a company might appear online.

The bigger picture here is that just as location-based marketing is a fragmented business, so is the business of providing services to manage it. This move reduces down that field a little more and improves the efficiency of scaling such services.

“As we saw the market trending towards consolidation, we considered several potential companies to merge with. Uberall was by far our most preferred,” said MomentFeed CEO Nick Hedges in a statement. “This combination makes enormous strategic sense for our customers, who represent the who’s-who of leading U.S. omni channel brands. It helps accelerate our already rapid pace of innovation, giving customers an even greater edge in the hyper-competitive world of ’Near Me’ Marketing.” After the deal closes, Hedges will become Uberall’s chief strategy officer and EVP for North America.

“We are thrilled to partner with the Uberall team for this next phase of growth. Our strategic investment will significantly accelerate Uberall’s ambition to become the leading ‘Near Me’ Customer Experience platform worldwide. Uberall’s differentiated full-suite solution is unsurpassed by competition in terms of integration and functionality, providing customers with a real edge to reach, interact with, and convert online customers. We look forward to supporting Florian, Nick and their talented team to deliver on their exciting innovation and expansion roadmap,” said Cyrus Shey, managing partner of Bregal Milestone, in a statement.